Summary translation

Aim of the project was to analyse and discuss possible common marketing strategies for organic products of regional marketing initiatives together with organic retailers and wholesalers. Starting point was the hypothesis, that the regional and the organic food market have developed separately during the last 15 years, following different philosophies and logics, with only a few active links – which was found evident under many perspectives. About 150 regional marketing initiatives have been identified and asked by questionnaire. About 50 of them are pure organic initiatives, with many of them having strong marketing links to organic retailers and wholesalers. About 100 of the regional initiatives are trading organic products as well as non-organic products under there “common” (hybrid) trademarks, but also 30% of these have marketing relations to organic retailers and wholesalers. It was a central question of the project, weather the supply of regional organic products, signed by “common” trademarks, is an attractive marketing strategy for organic retailers, or if this means a loss of credibility. Asking the organic farmers of “hybrid” initiatives, their point of view was not consistent: one part of “old school” organic farmers made clear, that the don´t want to see “hybrid” regional brands on organic products in the organic retailer stores. Another part of farmers had no complaints and were looking for their advantages of it. In the conclusions the report makes suggestions for a „common agenda for regional organic food marketing“ of the regional marketing movement association with organic agricultural organizations, for an annual statistical survey about regional marketing initiatives and for a federal “regional movement programme” with a focus on regional food marketing.